The European Union has fined Gucci, Chloé, and Loewe a total of €157 million for obstructing competition. The brands are accused of interfering with the price policies of retailers, and regulatory pressures in the sector are increasing.
The European Union’s competition authority has fined the brands Gucci, Chloé, and Loewe a total of €157 million for obstructing competition by setting the resale prices of their retail partners. Gucci, which belongs to the Kering group, received a fine of €119.7 million; Chloé was fined €19.7 million, and Loewe was fined €18 million.
As reported by Reuters, the European Commission stated in its announcement that the three fashion companies interfered with the commercial strategies of retailers by imposing restrictions such as not deviating from recommended retail prices, adhering to maximum discount rates, and complying with specific sales periods. These practices were stated to eliminate the price independence of retailers, reduce competition, and protect the brands’ own sales channels.
Kering announced that the EU investigation concluded with a cooperation procedure and that the financial loss was reflected in the first half results of 2025. Loewe, owned by LVMH, also confirmed the settlement, promising “strict adherence to competition laws.” Chloé, owned by Richemont, stated that it “takes the matter extremely seriously” and has taken measures to increase compliance with competition law following the investigation that began in 2023.
In the fashion sector, brands such as Armani, Dior, Loro Piana, and recently Tod’s have also been brought to the agenda in Italy with allegations of labor rights violations in their supply chains. Furthermore, the violation of protected customer data in some companies stands out as another issue that is increasing regulatory pressures in the sector.
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